Course Catalog:
Hospitality Sessions for Custom Programs
Hospitality Marketing
IGIHOS0903
Destination Marketing
This session will introduce the fundamentals of destination marketing and will place and examine them within the context of tourism development. Practical examples will be provided to illustrate the benefits of developing tourism. Visitor segments will be identified and various marketing strategies for creating and investing in tourism destinations will also be discussed, in addition to how tourism agencies are organized for the promotion of destinations.
IGIHOS0927
Brand Management
The purpose of this session is to introduce hospitality managers to the marketing literature on branding. We will discuss things such as: What is a brand? How is brand meaning developed? What makes a successful/unsuccessful brand? Some new research on how to uncover brand meaning will also be introduced.
IGIHOS0928
Getting to Know Your Customers
on a Deeper Level: New Research
Methods
Traditional research methods (such as surveys and focus groups) ask what customers think about your service, or why they chose your service, or what attributes they find most attractive in your service offering. Oftentimes customers don't know, don't want to admit, or don't have the ability to communicate that information. Newer research methods based on the science of the mind have been developed to help marketers probe more deeply into customers' needs. This session will introduce managers to several new research methodologies (such as response time software, and different in-depth interview techniques).
